A simple SMS can mean the world. Using SMS marketing allows your company to interact with your target audiences in a personalized, immediate and automated way. You improve the relationship with them and increase loyalty. This blog post reveals five best practices of SMS marketing for all types of companies.
Your competitors might be keeping quiet for a reason. SMS is becoming one of the best tools for communicating with your target audiences, and is both cost-effective and efficient. Let’s dive into the advantages you might not have heard about.
1. Huge adoption and open rates
Did you know that SMS has an open rate of 97% within the first 3 minutes? If we say ‘huge’, we mean it. Compare that with the average open rate of e-mail (about 20-30%), and you know we’re right.
Moreover, SMS is more adopted then for example e-mail. About 96% of people worldwide have a mobile subscription. On the other hand, only 35% of people worldwide are e-mail users. Of course, you can imagine a different situation here in Belgium. Most people have an e-mail account, but as e-mail marketing has become more popular, it means that commercial e-mails are overpopulating people’s inboxes, and are often interpreted as spam.
2. Extremely personal
A mobile device is in everyone’s pocket. It’s a gateway to people’s personal lives. When you engage with your target audience via SMS, you need to respect that. Understand who your target audience is, and find out what people expect from your messages. A lack of a strategic approach is asking for trouble.
3. Best time to send
As with e-mail marketing, there are some optimal times to send text messages to your audiences:
It’s most effective during business hours, between 10am and 7pm
Mondays have the lowest response rates
The worst time to send is during rush hours, when people can’t engage with your messages.
However, the best time to send depends on the characteristics of your audiences. Testing, analysing and constantly improving is the best way to work.
4. Short is beautiful
If you’re able to send short text messages, which are to the point and have a clear call to action, you will be able to maximize your impact on your audiences. However, if you make your messages too long, you’re missing the point. As SMS stands for ‘Short Message Service’, you need to keep it short.
5. Don’t overwhelm users
Don’t confuse mobile marketing with e-mail marketing. It’s perfectly suitable to send 5 e-mails per week; but it’s a clear no-no in SMS marketing. Even 4 or 5 (marketing) text messages per month are considered excessive. The best way to create clear expectations is to inform your customers in advance about the frequency of messages they can expect.
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